Web Masters: Answering Why, How & Who with Digital Intelligence

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Using digital analytics to understand “what happened” is no longer enough for modern marketers.

NorthPage Founder and CEO, Andrew Dennis, promises that the new generation of digital intelligence solutions, like his, provide more insight and guidance by:

• Pinpointing the reasons WHY something happened or continues to happen (good or bad) in live digital marketing programs;

• Prescribing exactly HOW to fix or improve the currently deployed programs to improve performance and results;

• And, finally, comparing WHO has what digital marketing programs and journey capabilities across competitors, near neighbors and the universe of brands to gain critical market and strategic perspective.

NorthPage is a marketing intelligence company that empowers marketers to answer these questions and grow digital performance.

As part of Website Magazine’s continuing Web Masters Series, NorthPage’s CEO (shown) has shed light on his company's growth plans and current competitors, as well as trends impacting the space.

The Competition

On the surface, NorthPage competes with analytics vendors, interactive agencies, research firms and, to an extent, internal marketing teams. NorthPage, though, is a complement to those services, providing marketers with completely objective and fully customized insight on exactly where and how to improve. Brands and enterprises use this digital roadmap as a strategic tool to guide and prioritize their agencies and internal teams on what to fix for the greatest performance impact. In other words, NorthPage’s technology finds the areas for improvement so marketers can focus on fixing them.

The Trends

*Digital marketing is continuously growing in importance to the enterprise – as are the amounts spent on digital marketing programs, people, systems and services.

*Digital marketing programs are increasing in complexity and sophistication.

*The rate of change in digital marketing standards, norms, techniques and best practices is accelerating.

*The supply of proven digital marketers is being outpaced by the demand for the same.

The Future

*Our Digital Intelligence platform contains 5,000 digital marketing best practices. That number will double, then double again over the next five years. Additionally, we currently see 35 percent turnover in the base of existing best practices. This will continue and accelerate as the rate of change in digital marketing does as well.

*Our industry specialization – mapping to industry-specific customer journeys, digital priorities, audience engagement models, digital maturity and digital key performance indicators (KPIs) will deepen into finer-grained segment-specific models. For example, our industry module for the pharmaceutical industry (e.g., drug brand digital marketing) just spawned a segment-specific module for Animal Pharmaceuticals, providing focus on the distinct elements in that segment. Our current 75-plus industry-specific modules will grow to over 750.

*We provide digital intelligence to brands for their digital marketing programs in 130 countries and 23 languages. We will develop deeper specialization in local market standards, norms and performance drivers.

*Working hand-in-hand with analytics products from leading providers (e.g. Adobe, IBM and Google) and leading marketing service providers (e.g. McKinsey), we will deepen and broaden integration with hundreds of marketing technology and services providers.

The digital world is changing daily, with new tools and channels for marketers becoming available constantly. NorthPage will continue to evolve to keep pace with new developments so marketers can create high-impact, effective digital journeys for their consumers.

Interested in participating in Website Magazine’s Web Masters Series? Email editors@websitemagazine.com.


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